2025 CCEF On-site Review
The 2025 China (Guangzhou) Cross-Border E-Commerce Fair (CCEF) was held from August 15–17 at the Canton Fair Complex, covering a total exhibition area of 40,000+ m². 1,000+ high-quality cross-border e-commerce suppliers from China and nearly 40 cross-border e-commerce platforms participated. During the fair, 30+ forums and online live events were held, attracting 60,000+ buyers—an increase of 123% compared with the previous edition. The event marked its strongest performance since inception, with record platform participation, a robust slate of new initiatives, a larger and higher-profile attendee base, and strong satisfaction from both exhibitors and visitors.
Highlights of 2025
Government–Market Synergy to Build a Benchmark Event for Cross-border E-commerce
Commerce authorities from multiple provinces and cities across China attached great importance to the fair and supported participation through coordinated promotion and policy measures that encouraged enterprises to exhibit. The three core exhibition areas were highly active: the Supply Chain Zone showcased clustered new products; the Comprehensive Pilot Zone & Export-Oriented Industrial Belt Zone highlighted its distinctive strengths; and the Platform & Service Provider Zone saw steady visitor traffic and frequent business inquiries.
Leading Platforms Gathered at CCEF
Major platforms and ecosystem partners participated, including Amazon, SHEIN, TikTok, Alibaba, AliExpress, Walmart, eBay, Shopee, DHgate, Lazada, Tmall, TaobaoOverseas, Made-in-China.com, and Google. Nearly 40 cross-border e-commerce platforms took part and shared the latest e-commerce trends.
A New High in Platform Participation, with Ecosystems Scaling Up
Key participants included the Amazon Ecosystem Services Zone, Temu, SHEIN and major ecosystems under Alibaba Group, with several applying for significantly larger booth areas than before. A number of well-known platforms also joined for the first time, including OTTO, JoomPro, Daraz, CDON, B&Q, Leroy Merlin, PcComponentes, Fordeal, and OnBuy—further strengthening the diversity and globalization of the platform ecosystem.
Three First-Ever Dedicated Zones: AI, Overseas Social Media Marketing, and Compliance-Oriented Global Expansion
Three dedicated zones were introduced for the first time—Cross-Border E-Commerce AI, Overseas Social Media Marketing, and Compliance-Oriented Overseas Expansion—to support higher-quality industry development. The AI Zone featured on-site demonstrations of applications such as marketing and website building. The Compliance-Oriented Overseas Expansion Zone offered guidance on export-related policies, taxation, legal testing procedures, and cross-border regulations, helping sellers understand how to expand overseas in a safer and more compliant way. The Overseas Social Media Marketing Zone focused on operating strategies for overseas social platforms and ways to capture overseas traffic.
Deeper Cooperation with RCEP and ASEAN Regions
On the opening day, the China (Guangdong) - RCEP Members Cross-border E-commerce Cooperation Conference was held. Enterprises from Thailand, Vietnam, and other countries participated, enabling attendees to conduct face-to-face negotiations with Thai source brands and manufacturers, learn about locally popular products, market policies, and logistics/customs clearance guidance, and further promote regional cooperation and exchange.